To discuss the role of public relations theory.
The paper discusses the importance of public relations theory.
Public relations spans many academic disciplines. Its role is to dissect and critically examine their relevant elements and apply them coherently to professional practice. Public relations needs to mobilise elements from the great body of academic work that already exists and translate that work into methodologies suitable for practitioner use. Unless public relations comes to terms with the dearth of knowledge concerning how people take meaning from the channels by which we communicate our work will not be advanced.
The paper stresses that the future rests within a theoretical diaspora, whereby if public relations can enter a new era of effectiveness invading disciplines can be repelled and true modernisation achieved.
